Social is now a leading channel where people discover their next travel destination, and Instagram is the leading platform driving this shift with Reels and creator-led content. A single Reel or creator post can put a destination on a traveller’s radar.
MakeMyTrip is leaning into this shift with ‘Creator Circle’, a program that activates a diverse network of travel creators to meet travellers at the exact point of inspiration. In partnership with Meta, MakeMyTrip will equip these creators to surface authentic content powered by real-time travel insights, honest takes on traveller pain points, and practical guidance that turns scroll-stopping moments into well-planned trips. ‘Creator Circle’ is open to any creator with 10K+ followers who meet the brand criteria.
As part of the program, MakeMyTrip will reward creators on the engagement that their content earns, not the size of their following. In most brand collaborations, a handful of high-follower accounts capture the bulk of the opportunity. ‘Creator Circle’ rewards what matters, not follower count, but the quality and engagement a creator actually drives. Travellers get content worth engaging with and creators get recognised for the work, not the number.
Raj Rishi Singh, Chief Operating Officer, Flights, Corporate, GCC and Marketing, MakeMyTrip, said “Engagement is the new mantra of advertising. The old logic of reach and impressions is giving way to something harder and more valuable: genuine connection. We are increasingly looking for more impactful ways to tell our stories, and the creators who have a traveller’s trust tell those the best. Creator Circle is our answer, letting us reach travellers authentically, through voices they believe in.”
Shweta Bajpai, Director, Travel, Fin-Serv, Real Estate & Media, Meta said “Creators don’t just inspire travel — they drive decisions. They put new destinations on the map, shape itineraries, and move people from dreaming to booking. What we’ve seen across campaigns is that impact isn’t a function of follower size — micro and nano creators consistently punch above their weight, reaching niche audiences that broader campaigns miss. Creator Circle is built on that insight. It backs creators who drive real outcomes and gives MakeMyTrip a direct line to travellers at the moment they’re most open to discovery.”
Collective Artists Network, the execution partner of ‘Creator Circle’, brings this philosophy to life. Rahul Regulapati, CEO of Galleri5 and Partner at Collective Artists Network, said “At Galleri5, we believe creators make better content when they have better insights. Creator Circle combines MakeMyTrip’s deep understanding of traveller behaviour with Galleri5’s AI-powered creator platform, helping creators create more relevant travel content for their audiences. At the same time, it creates a more transparent ecosystem where creators are rewarded for the value they generate, not just the size of their reach. We believe this is the next evolution of creator-brand partnerships.”
To help creators get the most out of the program, MakeMyTrip hosted a Creator Awareness Event in association with Meta, bringing together over 100 travel and lifestyle creators for a session on content best practices and how the program works. As part of this collaboration, Meta is sharing best practices to help creators understand the program and maximise the opportunity, drawing on Meta’s Born on Instagram creator-education resources, including learning modules, masterclasses and trend insights, available to creators publishing on the platform.
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